New Year is always about new start, new hope, new directions, new destinations. Almost everyone writes new year resolutions and in this article we are trying to draw parallels between most popular new year resolutions and how they can be applied in AdWords. Please treat this as Simile and don't think of AdWords managers (especially us) as fat spendthrifts
Lose Weight and Get Fit: To draw parallel of this to AdWords, almost every AdWords account accumulates fat in way of keywords/placements/targets which are present in the account without adding any value to your account. While eating your budget and not contributing anything to conversions they are also adversely affecting the health of your account overall. To lose this unwanted weight we will keep an close eye on the account and lose this fat as soon as it starts to form rather gaining 10 KGs and then work double hard to lose it. Allocating sufficient time to each account and make necessary changes to keep all AdWords accounts fit and healthy.
Eat Healthier and Diet: Everything good in life is either illegal, fattening or bad, again to draw a parallel of this to AdWords is choosing of keywords/placements/targets with clear objectives thought behind the process rather than bulk uploading everything from keyword tool in to AdWords account. As we need healthy and clean food similarly AdWord accounts needs relevant keywords, placements, targeting and strategy.
Improve Quality of Life: While this is a very subjective point to draw an exact parallel in AdWords this can be compared with all mysterious “Quality score”. In real life as “quality of life” determines how happy a person is, in AdWords “Quality score” defined how happy the account (and in turn client) is. We are going to conduct tests with new quality score calculation methods and find out ways to improve overall quality score in our accounts.
Save Money: “A penny saved is a penny earned” We will try to find out ways to save money on unwanted clicks / impressions and the same money can be utilized for A/B testing and trying out ad innovations.
Learn Something New: Now in real life this resolution stays on paper in several cases but in case of AdWords this has become a must with the rate at which AdWords is changing. To draw a Parallel of this in to AdWords the amount of things that we have to learn are just endless
- Dynamic remarketing strategies
- Product listing campaign optimization
- Using offline conversions
- Using Calls as Conversions
- & many more.
Being Organized: No matter how organized we are - there are always scope to improve. We need to schedule tasks to manage AdWords account effectively. As with busy schedule and multiple client management at same time - it is obvious for account managers to miss tasks which can be bad for any AdWords account. We will prepare a list of task and follow to do list aggressively. Few Examples:
- Every wednesday: Perform Placement Performance report
- Every Thursday: Perform Search Query Report
- Every Seven Days: Compare performance with previous seven days
- Byweekly: Adcopy testing & optimization.
Travel New Places: To draw a parallel of this to AdWords there are just so many places inside the AdWords which we must visit more often:
- Opportunities tab
- Flexible bidding strategies
- Search Funnels
- & More.
Being Social:Now being social in this context doesn't really mean going out looking for date but who knows you might even get that if you mingle with like minded people. As AdWords is everchanging and account managers use different strategies. Mingling with these guys just keeps us learning all the time and sometimes also serves as awakening call when you are complacent. Best place to find these kind of people is ofcourse Official AdWords Community.
Hope you can connect with the above resolutions! Happy New Year 2014! Wishing you all healthy life and healthy AdWords accounts.
I live in New Delhi, India. I have been working on Paid Advertisement since 2010. I am Independent Paid Advertising Consultant & Also Providing Part Time Google AdWords Training. I am a keen learner & look forward to learning new things/strategies every day at the same time I like to help others to the best of my knowledge.
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